Birds Eye spends £2m telling consumers that frozen food can reduce waste
Birds Eye is launching £2m campaign to highlight that frozen food can reduce food waste and save consumers money.
The iFreeze, iSave activity kicked off at Southbank’s Observation Point in London today (8 April) with a 20-foot billboard made entirely of ice and cash.
The four tonne block of ice contains £700 in coins and notes - the amount the average family wastes every year on food - aims to show Brits how their freezer can help put money back in their pocket. Passers-by will be able to collect the money as the billboard melts.
It will be backed by TV, in-store, PR and digital activity in the coming months and supported by organisations including Love Food Hate Waste, Hotpoint and the British Frozen Food Federation (BFFF).
Andy Weston-Webb, Birds Eye UK managing director, said: “We’re incredibly excited by this campaign as we understand the pressures families are under to save money. Reducing food waste by making the most of the freezer will not only help families to do so but it will also help the UK to become more sustainable and resourceful, something we’re very proud to be a part of.”
The brand has worked with Havas Worldwide, Havas Media, Mischief PR, Live & Breathe and Jam on the activation.